The
multimedia campaign addresses common misperceptions about MNsure and
the affordability of health insurance. As of May 2014, a record-high 95
percent of Minnesotans had health coverage. This campaign is targeted to
the remaining 5 percent and focuses on overcoming the barriers
preventing them from seeking insurance and connecting them with
resources to get enrolled.
“Many
people don’t think they can afford insurance or find the enrollment
process too overwhelming. Others simply think they’ll never need
insurance. The goal was to challenge each of these concerns head on,” said Rob Rankin, President of Clarity Coverdale Fury.
The
campaign, launched this week, features three emotionally-charged TV
spots that show the value of health insurance through real-life stories
of people who are uninsured or recently insured. “We wanted our message
to mirror the frustration uninsured individuals and parents may feel
when they are forced to choose between getting medical care they need
but can’t afford, versus trying to care for themselves the best they
can,” said Jac Coverdale, Executive Creative Director.
In
addition, print, online and out-of-home ads help break through
financial barriers and attitudes of invincibility by highlighting
affordability messaging plus the cost of not having insurance.
The campaign runs through the end of the open enrollment period (February 15)
and includes radio, direct mail and collateral as well as support for
MNsure’s grassroots outreach efforts. To view the work and learn more
about the campaign, please click here.
